Seychelles strengthen their presence in the Turkish market after appearing at EMITT 2026 in Istanbul
The Seychelles Tourism Board (Tourism Seychelles) boosted the destination’s visibility in Turkey by exhibiting at the 29th edition of the East Mediterranean International Travel and Tourism Exhibition (EMITT) in Istanbul, held from 5 to 7 February 2026 at the Istanbul Expo Center. According to a statement from the Seychelles Ministry of Tourism, the focus of the appearance was on raising destination awareness, building partnerships with the tourism industry, and stimulating demand for travel to the archipelago, which is increasingly positioned in the region as a premium “long-haul holiday” outside the usual routes.
Why EMITT matters and why Seychelles are targeting Turkey
EMITT is among the largest tourism fairs in the wider Eastern Mediterranean region and beyond, and the organizers point out that it is a platform that each year brings together around 30,000 professionals and travel enthusiasts. The official Istanbul Expo Center website states that the 2026 edition opened its doors for the 29th time and that the fair serves as a business hub for connecting the Turkish and international tourism sectors, with presentations by countries, destinations, hotels, tour operators, and agencies.
For Seychelles, the Turkish market gains additional weight due to the combination of growing purchasing power in urban centers, an increasingly pronounced interest in long-haul destinations, and strong air connectivity via Istanbul as one of the main Eurasian hubs. In a Tourism Seychelles statement, Turkey is said to show “promising growth potential”, and arrivals, according to their data, have increased by 32% over the past three years, indicating a trend the destination’s marketing team wants to turn into a more stable, long-term flow of guests.
Who represented Seychelles and what the appearance looked like
Seychelles were represented at the fair by Amia Jovanovic-Desir, marketing manager for the market, and Christina Cecile, executive director of marketing, both based in Seychelles. According to the official report, their task was to connect with tour operators, agencies, distributors, and the media, emphasizing that the destination is not sold only as an Indian Ocean “postcard” but as an archipelago with multiple layers of experiences: from nature and the sea, through culture and gastronomy, to outdoor activities and boutique accommodation.
At the stand, Tourism Seychelles says, visuals and promotional materials dominated, highlighting the diversity of the archipelago and the possibility of combining multiple islands in one trip. In the context of the Turkish market this is important because, as the Seychelles team claims, some travelers already have experience with popular tropical destinations, so “new alternatives” are sought that offer a sense of exclusivity, but also the possibility of a personalized itinerary.
“Island hopping” as a product: why it stands out and what it brings to the destination
One of the central motifs of the Seychelles presentation was the concept of “island hopping” – travel that combines multiple islands and different types of accommodation and activities within the same holiday. The statement notes that after the fair Jovanovic-Desir particularly emphasized the need for continuous education of travel agents and sales teams so they better understand the product and convey it to clients, precisely through “island hopping” as a recognizable differentiator in the competition.
Practically, this means the trip can be combined between, for example, larger islands with infrastructure and smaller island communities, with a change of pace – from beaches and diving to hiking trails and cultural content. For the destination, such an approach is useful because it spreads spending across more locations, reduces pressure on individual most-visited areas, and encourages greater involvement of local service providers. Tourism Seychelles is increasingly emphasizing “sustainable growth” in its communications, and similar messages are accompanied by regulatory changes the state is introducing in the tourism sector.
Figures and market interest: what was recorded at the fair
The fair lasted three days, and the Seychelles stand, according to their report, recorded “strong interest” from visitors with active conversations with tourism professionals and media representatives. Tourism Seychelles also provides specific statistics about the event format: EMITT, according to a statement by Jovanovic-Desir, hosted 288 international buyers representing 237 companies from 59 countries. Such formats, say the Seychelles tourism administration, enable faster establishment of contacts and open space for joint campaigns, media familiarization trips, and inclusion of the destination in tour operators’ offerings.
In the same context Jovanovic-Desir emphasized that “consistent visibility” is key to building long-term demand. The message is clear: markets that grow quickly are often volatile, so destinations must continuously invest in relationships with sales channels and the media, instead of relying on one good season or one wave of interest.
Air connectivity as a growth lever: Istanbul–Mahé and capacity expansion
The growth of interest in Seychelles from Turkey is not only a marketing issue, but also a logistical one. The Seychelles Ministry of Tourism announced back in September 2025 that Turkish Airlines, from November 2025 to March 2026, is increasing the frequency of flights between Istanbul and Mahé from three to four weekly, which, along with transit options via Istanbul, can facilitate arrivals of guests from other markets as well. In practice, greater flight frequency reduces the “time cost” of travel and increases itinerary flexibility, which is especially important for travelers who want to combine multiple islands and multiple types of experiences.
Alongside Turkish Airlines, the Seychelles side in the same connectivity announcement also notes the return and expansion of seasonal routes by European carriers, pointing to a broader strategy: diversifying access to the destination to reduce dependence on one market or one carrier and stabilize demand year after year.
Sustainability in focus: between promotion and policy
In international appearances, Seychelles are increasingly combining promotion with messages about responsible tourism. On the official Seychelles tourism websites, sustainability is presented through programs encouraging tourism stakeholders to integrate sustainable practices, and the state announced changes effective 1 January 2026 related to the Tourism Environmental Sustainability Levy, including exempting smaller accommodation facilities from the obligation to pay the levy. Such measures, as the government notes in official announcements, are part of an attempt to steer sector growth so that it benefits the community, while also preserving the resources on which the destination bases its offer.
In a broader sense, sustainability policy is not just a “green” add-on to marketing. On island destinations with limited space and infrastructure it is also a question of capacity management, coastline protection, waste management, and biodiversity conservation. That is precisely why the wording about “sustainable growth” of visitors appears increasingly often in Tourism Seychelles communications – growth that must not undermine the quality of life of local residents nor the experience of guests.
What’s next: strengthening partnerships and educating sales channels
The appearance at EMITT 2026, according to the Seychelles side, should serve as a base for new collaborations and greater media coverage in the Turkish market. Key operational steps in the coming months, according to messages from the statement, include continuing the education of agents, developing joint promotional activities with partners, and monitoring changes in travelers’ preferences, especially those who seek “new alternatives” to familiar destinations.
For Turkish travelers, Seychelles emphasize in communications a combination of nature, active holidays, and personalization options – from private villas to smaller hotels, from diving to hiking, from a “classic” holiday to itineraries that connect multiple islands. For the Seychelles economy, this is an attempt to turn demand from a growing market into stable arrivals, while simultaneously managing the pressures that more mass tourism can bring. EMITT 2026, at least according to the information published so far, was one of the key stops in that plan.
Sources:- Tourism Seychelles (tourism.gov.sc) – official statement on Seychelles’ participation at EMITT 2026 and notes on market growth and representative statements ( link )- Istanbul Expo Center / İFM – basic information about EMITT 2026, dates (5–7 February 2026) and event description ( link )- Tourism Seychelles (tourism.gov.sc) – post on strengthening global connectivity, including increased frequency of Turkish Airlines Istanbul–Mahé flights (November 2025 – March 2026) ( link )- Tourism Seychelles (tourism.gov.sc) – changes to the Tourism Environmental Sustainability Levy and effective date (1 January 2026) ( link )
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